Extensive market research was conducted to form the foundation of a PR strategy, exploring the views on school security of over 1,000 key stakeholders, including parents, teachers (including heads) and architects. The research findings flowed into a detailed report, complemented by comment from relevant authorities, emphasising Jacksons’ understanding of the challenges faced by schools. The aim was that this report would provide traction in target media and be viewed as an invaluable resource for school leaders and architects in the future. 

Written as a series of both opinion-based and features-led articles, ‘Protecting the Future’ enabled thought leadership pieces to be secured in a range of publications. As a result of the campaign, Jacksons Fencing achieved 25 pieces of coverage for a 325% increase in pieces of coverage per month and a 606% increase in total reach. Online readership hit 195.7k, with a print circulation of 42.8k. This state-of-the-nation report not only strengthened the company’s position as industry leaders, but provided advice on what architects and heads can do to help protect future generations.